Business Management

Lessons to Take Forward from Assessment 1
• Answer the brief!
• When using frameworks/theories, avoid generic “analysis” e.g.
inflation will increase costs
• Instead use industry/market data which is specific and relevant to
the company or examples you are discussing
• It’s not about how many points you can make, it’s about how you
develop them
• Use varied sources, not just company websites
• Do not assume the reader knows everything
• Avoid using the thesaurus unnecessarily
Assessment 2 Brief
• 3,000 word essay (i.e. no headings required)
• Many small businesses look to increase sales by having an online
presence to either advertise (e.g. social media) or encourage sales
(e.g. third party platforms). Critically assess the advantages and
disadvantages of having an online presence for a small business;
and evaluate its effectiveness as a resource for growing a small
business.
Assessment 2 Brief
• Many small businesses look to increase sales by having an online
presence to either advertise (e.g. social media) or encourage sales
(e.g. third party platforms).
• This part outlines the context of the question
• This is your introduction…references are also expected here
Assessment 2 Brief
• Critically assess the advantages and disadvantages of having an
online presence for a small business; and evaluate its effectiveness
as a resource for growing a small business.
• Critically Assess: consider several options/arguments and then
weigh them up to formulate a conclusion. i.e. what would you
recommend (include Assumptions, Exclusions and Dependencies –
this is challenging!)
Assessment 2 Brief
• Critically assess the advantages and disadvantages of having an
online presence for a small business; and evaluate its effectiveness
as a resource for growing a small business.
• No recommendation for how many but plural implies more than
one of each; although it’s about quality not quantity of your
argument
Assessment 2 Brief
• Critically assess the advantages and disadvantages of having an
online presence for a small business; and evaluate its effectiveness
as a resource for growing a small business.
• Online presence simply means being online in some capacity. Are
some outlets more impactful than others; e.g. website vs review
sites vs market places vs social media vs business listings…
• …is it possible to NOT have an online presence?
Assessment 2 Brief
• Critically assess the advantages and disadvantages of having an
online presence for a small business; and evaluate its effectiveness
as a resource for growing a small business.
• Note the importance of a small business in this question (e.g. do
review sites like Trip Advisor impact a small business more or less
than a big business?)
Assessment 2 Brief
• Critically assess the advantages and disadvantages of having an
online presence for a small business; and evaluate its effectiveness
as a resource for growing a small business.
• Evaluate: after considerations of the arguments, what is your final
judgment?
Assessment 2 Brief
• Critically assess the advantages and disadvantages of having an
online presence for a small business; and evaluate its effectiveness
as a resource for growing a small business.
• This is your conclusion
Structure
• Word distribution centres around your writing style
• Rule of thumb – introduction and conclusion should form 300 to
500 words each, rest is main body
• Tables and appendices do not count to word count
• No minimum number of references – make sure they are varied,
and unbiased as possible (e.g. company websites)…
• …but think about it logically; to critically assess can you use only
one source for each point or argument?
• Statistical/market data, journal articles, trade journals (if
appropriate), text books for reference to relevant theory only

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